Instagram Ads Boost Ben & Jerry's and Levi's Brand Recall in Early Tests | Adweek Instagram Ads Boost Ben & Jerry's and Levi's Brand Recall in Early Tests | Adweek
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Instagram Ads Boost Ben & Jerry's and Levi's Brand Recall in Early Tests

Results bode well for mobile app

Photo: Getty Images

Ben & Jerry's Instagram ads saw a recall lift of 33 percentage points while Levi's received a 24 point jump for the same statistic as the brands released data today from respective campaigns that ran just over a week in November. The numbers represent the first data-based revelations about paid Instagram promotions, which debuted nearly seven weeks ago.

Each of the percentage lifts above were realized by comparing a test group and a control group, as Facebook-owned Instagram conducted a poll-based study and pushed out numbers that the brands signed off on. Ben & Jerry's said it reached 9.8 million United States consumers with its Instagram ads, and Levi's stated it got in front of 7.4 million. The Vermont-based ice cream firm's ads targeted 18-to-35-year-old Americans, while the jeans manufacturer took aim at U.S. adults 34 years of age and younger.

"Not only were we able to reach a large audience with our ads on Instagram, but the metrics clearly show we engaged with them in a memorable and authentic way," said Julie Channing, Levi's director of digital.

And here's a stat that raises a bushy Ron Burgundy eyebrow or two: Ben & Jerry's boosted brand awareness for its Anchorman-themed Scotchy Scotch Scotch flavor by 17 percent.

Facebook said that across four campaigns—including a pair of anonymous brands in addition to Ben & Jerry's and Levi's—ad recall was up 32 percentage points compared to the control group.

"While these initial results are promising, we believe that early campaigns may benefit from an overall increase in awareness of ads on Instagram due to their recent introduction," said a blog post by Palo Alto, Calif.-based Facebook.  We will continue to optimize our ad products to make them successful for marketers and a great experience for people on Instagram. We'll share additional case studies and results periodically in the future."

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